Case Study : Hectarul.ro - Scaling Agricultural E-Commerce

Objectives:

Upon joining Hectarul.ro in November 2021 as Project Manager, my primary objectives were:

• Launch a Competitive Platform: Successfully launch Hectarul.ro as a leading e-commerce platform for agricultural products by March 2022.

• Product Expansion: Increase the product catalog from an initial 1,000 SKUs to over 12,000 SKUs by 2024.

• Revenue Growth: Drive revenue growth,

• System Integration: Seamlessly integrate the e-commerce platform with various critical systems including ERP (Microsoft Business Central), marketplace (E-MAG), courier services, and payment gateways.

• Team Management: Effectively build, manage and align a cross-functional team across departments such as warehouse, CRM, acquisitions, and marketing.

Challenges:

Throughout the project, several challenges emerged:

• Market Saturation: Entering a highly competitive agricultural e-commerce market where established players already had significant market share.

• SKU Management and Product Diversity: Expanding the product range while maintaining inventory efficiency and avoiding supply chain disruptions.

• Complex System Integrations: Ensuring seamless integration between the website and various external systems, including ERP for inventory management, marketplace integrations, courier services for logistics, and multiple payment platforms.

• Cross-Departmental Coordination: Leading a large team across different departments and ensuring effective communication and coordination.

Solutions:

To overcome these challenges, I implemented a range of strategic solutions:

1. Product Expansion Strategy:

   • Market Research: Conducted extensive market research and analyzed customer demand to guide product selection and expansion.

   • Supplier Relations: Established strong relationships with suppliers to ensure a steady flow of new products, which allowed us to grow from 1,000 SKUs at launch to over 12,000 SKUs by May 2024.

   • Inventory Management: Integrated Microsoft Business Central (ERP) to maintain real-time inventory tracking, ensuring that our growing product range was managed efficiently.

2. Marketing and Branding Initiatives:

   • SEO and PPC: Partnered with an SEO company to optimize our online presence, driving organic traffic. Additionally, I worked closely with a PPC company to design and execute targeted advertising campaigns that significantly increased website traffic and conversion rates.

   • Brand Identity: Collaborated with a branding agency to develop a cohesive and strong brand identity, which was crucial in building trust with our target audience. I also spearheaded key marketing campaigns, such as seasonal promotions, that led to spikes in sales and customer engagement.

3. System Integration and Operational Efficiency:

   • ERP Integration: Oversaw the complex integration of Microsoft Business Central with the e-commerce platform, which streamlined inventory management, order processing, and financial reporting.

   • Marketplace Integration: Successfully integrated with E-MAG Marketplace, expanding our reach and sales channels.

   • Logistics and Payments: Coordinated integrations with multiple courier services and payment platforms to enhance the customer experience by providing reliable shipping options and secure, flexible payment methods.

4. Team Leadership and Management:

   • Communication and Coordination: Implemented regular cross-departmental meetings and utilized project management tools to track progress and maintain clear communication across all teams, including warehouse, CRM, acquisitions, and marketing.

   • Talent Development: Focused on building a cohesive team by identifying key strengths within the team and providing opportunities for professional development, which contributed to the overall success of the project.

Results:

The strategies and solutions implemented led to impressive results:

• 2022: Successfully launched Hectarul.ro, establishing a solid market presence by the end of the year.

• 2023: Revenue experienced a substantial increase, marking a significant growth year driven by effective marketing and product expansion.

• 2024 Forecast: The platform is on track to double its previous year's revenue, demonstrating sustained growth and market penetration.

• SKU Expansion: The product catalog grew from 1,000 to over 12,000 SKUs, significantly enhancing our market offering and customer satisfaction.

• Operational Improvements: The successful integration of systems like ERP, E-MAG Marketplace, and courier services streamlined operations and improved customer experience, leading to higher retention rates and positive customer feedback.

Conclusion:

My tenure at Hectarul.ro from November 2021 to May 2024 was marked by significant growth and the successful execution of strategic objectives. The expansion of the product range, effective marketing strategies, seamless system integrations, and strong team management were pivotal in transforming Hectarul.ro into a leading agricultural e-commerce platform in Romania.

This case study demonstrates my ability to lead complex e-commerce projects, manage large cross-functional teams, and deliver substantial business growth in a competitive environment. The success at Hectarul.ro underscores my expertise in strategic planning, execution, and the ability to drive significant results in digital commerce.